Online Marketing Plan, The Afterthought

Wowza, assignment C is a lot of work but it is definitely beneficial. I’ve done a few marketing plans in my undergrad days and a couple after I graduated, but they are nothing like this online marketing plan. First thing I notice is the empathies on web navigation; rather it is for a social media post, direct email or webpage click-through. The plan needs to be written in a way that mixes the proper communication, target marketing and customers’ experience into one form. This is very different with a traditional marketing plan, where these focuses are usually separated by different functions; mass media for communication, then target specific market with promotions and distributions and finally ensure customer satisfaction through direct selling.

Another area that is different is definitely analytics. Online marketing requires the support of immediate reporting, where changes needs to be made as quick as possible to fit certain market. Metrics (ex. bounce rate, dwell-time, etc) need to be in place, and must be monitored constantly. One benefit from such metrics is on measuring conversion; one can almost pin point exactly what is resonating and motivating to buy/act with the target marketing. This is something that traditional marketing cannot accomplish economically.

Other than metrics and easy navigation (aka web or post design), some of the other must have for online marketing include SEO, online advocates or network, a genuine email list, and proper content development.

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By the way, I found a video that gives a good Coles Notes version of online marketing plan! Check it out!